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Subject: Consumer Behaviour
School: International Business School
Group: 2f, 2g, 2b, 4g
Duration: 2 hours Number of pages: Aantal
During the Exam the following Lecturers can be contacted; Name: Drs Jaan Kets MBA Telephone number: Aids and appliances: None Hand in Exampaper: Yes Hand in scribble-paper: Yes Particulars: Answer all questions. Write your answer on the answer sheet.
Remaining namely: Lots of success!
________________________________________________________________________ Student Name : Group: Student number:
This exam consists of 50 questions (30 multiple choice and 20 True/false). You are kindly requested to answer ALL questions. Please write your answer on the provided answer sheet.
Versie 1.5 22-01-2008 nr: 20082007
ANSWER SHEET Name student: ________________________________________________ Student number: _________________________ 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 .
S. his work highlights the potential importance of ________ that underlies our purchases. When Jeff begins to actively think about his car in this way. What part of the Freudian system is this ad appealing to? A) the id B) the superego C) the anti-ego D) the ego 4. which of the following consumer decision-making process steps is Jeff going through? A) information search B) evaluation of alternatives C) problem recognition D) product choice 7. A company wants to persuade a customer to buy its products. If the consumer is characterized as being one that has a high degree of involvement with products that are sold by the company. Tom wants a candy bar and is trying to decide between a Crunch. what route to persuasion will the company most likely take? A) a parallel route B) a peripheral route C) a circular route D) a central route 5. A customer buying an unfamiliar product which carries a fair degree of risk would most likely engage in what type of problem solving? A) extended problem solving B) limited problem solving C) habitual problem solving D) recognition problem solving 6. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior 3 An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odor. a Snickers. or a . Jeff is tired of the numerous breakdowns and peeling paint on his old car. Army's advertising slogan "Be all you can be"? A) safety needs B) belongingness needs C) ego needs D) self-actualization needs 2.Multiple Choice Questions (there is only one correct answer) 1. In particular. Which of the following needs from Maslow's Hierarchy is addressed by the U. Consumer researchers have adapted some of Sigmund Freud's ideas.
A) culture and ethnicity B) credibility and attractiveness C) credibility and recency . These three candy bars are in Tom's ________. and rejects some. "Oh well. Simi Ghandi is never quite sure which brand of gum to buy." Which of the following hierarchies would most appropriately describe Simi's situation? A) standard learning hierarchy B) experiential hierarchy C) low-involvement hierarchy D) habit hierarchy 10." says Simi. She tries some. A) medium B) source C) receiver D) consumer 12. cooler.Milky Way. "gum buying is not that big of a deal anyway. However. and happier than average people. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Two particularly important source characteristics are ________. A) halo effect B) principle of cognitive consistency C) match-up hypothesis D) self-perception theory 11. The element of a communications model in which the message originates is the ________. likes some. Physically attractive people are perceived as smarter. Based on her actions. The source of a message has an impact on whether the message will be accepted or not. A) inert set B) inept set C) emotional set D) independent set E) evoked set 8. she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. through a process of behavioral learning she does remember those brands that taste good and make her mouth feel fresh. what role is Sue playing in her organization? A) initiator B) gatekeeper C) influencer D) user 9. The problem is that she cannot often remember the brands that are not so good and often repeats purchasing mistakes. These perceptions are a result of a ________. Every time Sue Samuels comes in from a long selling trip.
D) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image. A) socially conspicuous B) mostly unseen by others C) necessities D) made frequently 19. A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model. A) marketscape B) cyberspace C) mindscape D) landscape 16. B) The celebrity's image should match that of the product. C) The celebrity's image should match that of the product and should embody cultural meaning. Within groups. informal rules of behavior are called ________. A retailer that uses a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme. What two ideas of using celebrities as communication sources are most likely to be in play here? A) Celebrities should be attractive. It always smells like a field of spring flowers. After her visit to the store. A) store position B) atmospherics C) subliminal cues D) in-store displays 18. Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. Springer's Old Country Gifts has attracted Julie with its ________. 15. if the dark-haired model was not perceived to be ethnic.D) attractiveness and recency 13. A) beliefs B) values C) norms D) interpersonal dynamics . and blond-haired models are too common for the exclusive image of gold. and the mood music is just perfect for casual browsing. The lighting gives all the products a warm glow. Reference group effects are stronger for purchases that are ________. Julie is always in a better mood. but not too attractive. Which of the following do consumers primarily look for in products? A) color and style B) price and warranty C) quality and warranty D) quality and value 17 Julie Morgan loves to go into Springer's Old Country Gifts.
A) reference group B) private luxury C) avoidance group D) brand community 22. D) She should look for people who stand out in a crowd. 23. and makes sure her husband remembers all significant birthdays and anniversaries.20." which causes groups to polarize into smaller groups. He is a member of what generation? A) Generation X B) the baby boomers C) the baby boomlet . C) She should find intellectuals who can write and speak well so that communication will be facilitated. All of his friends considered him "well dressed. calls and writes often to her parents and grandparents. A) how families change over the length of a marriage and the number of children B) the federal government's method of controlling the growth of B2B commerce C) the federal government's regulation of rental living conditions D) how the size of family units has changed over the last 100 years 25. She coordinates visits with relatives. C) Both effects show how individualism is maintained even within groups that exert considerable peer pressure. D) Both are examples of how individuals and groups of people behave differently within larger groups than they would behave as individuals. B) Some people do not pay their "fair share. Jeff had just experienced the power of a new ________. B) She should find socially active persons who are intensely interested in the product category and who are similar to other customers. so that individuals who are naturally lazy become even more so. Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. A marketing manager who wants to identify opinion leaders for her product category should do which of the following? A) She should find government officials who use the product. 21 Jeff had collected a nice wardrobe before graduating from college. however. What do social loafing and decision polarization have in common? A) Group decisions become more extreme." After the first day at his new job. George was born in 1960. A) grapevine system B) socialization C) kin-network system D) juggling lifestyle 24 FLC models relate to ________. Meredith works hard to keep her family together in this fast-paced world. Meredith is primarily responsible for the continuation of the family's ________. In this example.
Ralf and his brother had a business in a Midwest college town taking SUVs and modifying them into tailgating machines. 29. Their business boomed. B) Organizational and industrial products are often bought according to precise. and back. "Gimme a brew. A) reference group affiliation B) bias C) the "silver spoon" syndrome D) social stratification 28. These "awesome party wagons" were equipped with the owner's desired team logo on the front. D) Decisions are often risky." Which of the following phrases is the best illustration of homogamy? A) "Give me a Peach Cooler. and large beverage coolers. C) Impulse buying in organizational purchasing is a common occurrence because of sales stimulation from direct salespeople. and make it snappy. especially when the university had a winning season. Which of the following is NOT one of those distinctions? A) Purchase decisions made by companies frequently involve many people. Ryan is a big football fan. D) To the victor go the spoils. Many factors have been identified to distinguish organizational and industrial purchase decisions from individual consumer decisions. A) sacred B) desacralized C) objectified D) profane . "assortative mating. C) Leave no stone unturned. technical specifications. For Ryan." versus. gas grills. the Super Bowl has become a(n) ________ event. Psychologists use the term homogamy to describe. 27 The phenomenon called ________ refers to the creation of artificial divisions in a society." B) Birds of a feather flock together. side. Ralf and his brother were creating and selling what could be best described as ________.D) the lost generation 26. please. He makes sure he is wearing the colors of his favorite team. He prepares for the Super Bowl every year by buying lots of snacks and beverages. A) myth carriers B) ritual artifacts C) symbolic exchange objects D) attitudinal reciprocity products 30.
When the company began to build small yard tractors. A consumer who decides that she needs a pair of jeans to reach her goal of being . 4. Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system. John Deere established a reputation for building dependable farm tractors. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective. According to the elaboration likelihood model. Individuals have different absolute thresholds for visual and aural stimuli. Motivation explains the strength of behavior. Stimulus generalization can create a halo effect.True/False Questions 1. A strong counterargument to this criticism is that wants are basic biologically-based motives that cannot be created by marketers.The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant. 8. Episodic memories are likely to become part of a person's long-term memory. Weber's Law states that the intensity of the stimulus is greater if its duration is increased. 5. 6. 2. Percption is imptant in undrstdng consmr bhavr. 3. An ethnic subculture consists of a self-perpetuating group of consumers who are held together by common cultural and/or genetic ties. it insisted on using the same logo on its small mowers as on its large tractors. Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This subculture is identified both by its members and by others as a distinguishable category. but not its direction. 14. John Deere was applying stimulus generalization through masked branding. 7. 12. 9. You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. 10. Consumers' physical and social environments have little to do with the motives consumers have for product usage. 15. 11. This is an illustration of a stimulus-response connection (behavioral theory). marketers of a low-involvement product must first change attitudes before customers are likely to purchase their product.
This charm has never failed to help him get a good hit. 18. is behavior guided by the primary desire to maximize pleasure and avoid pain. The reality principle. according to Freudian psychology. . 19. Every time Tim goes to bat. Luvs' color-coded diapers (blue for boys and pink for girls) are an example of a product that emphasizes its androgynous characteristics. 16. When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product. 17. he rubs the charm on the necklace that his girlfriend gave him. The charm has become part of Tim's extended self. Supplying customers with additional reinforcement after a purchase can be a good strategy because of the effects of cognitive dissonance.admired by others can usually only choose one motivational direction±selecting the most expensive brand available. 20. the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.